Amplify preso finaledits

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  • SLOW DOWN – CONFIDENCE - DELIVERY
  • When I saw the Amplify agenda and figured out we were speaking after him, I started doing a mental comparison. No books, no movies, no Brad Pitt…but I do have more Twitter followers than he does, so that was pretty exciting.
  • Pause for (hopeful) laughter
  • All kidding aside, we are really excited to be here today and I’m looking forward to getting to speak with you. So – what are we going to talk about? I’ll give you some background on NetProspex, and the history of where marketing stood before turning it over to our partner Whereoware to talk about the technical side of things and give us a walkthrough of the new websiteResultsQ&A
  • I’m Lauren Brubaker, Engage user since 2008, love to tweet and love to tweet about Silverpop – and the Braves. So feel free to tweet along with me @B2BLauren. B2B Data Provider – Clean Your Database, Append additional information, provide you with lists if you are targeting a new type of persona. We have a startup culture and like to make B2B fun. If you look closely at the photos, you can see I’d be more likely to fit in at the office if I’m wearing a costume than this suit I’ve got on today.
  • Hop in our Delorean and go back in time
  • We were growing quickly, our database, our customer base and our employee count and been double for the 3 years prior
  • We had a small marketing team, and a growing sales team who each were set on their own set of goals. We had an email tool and Salesforce.com but the two systems didn’t talk to each other.
  • Most of our messaging and assets talked out our database and not about how to use data in marketing programs for maximum results.
  • Our website had been built to drive traders to our website—and it really worked!!! Millions of records entered our database each month. And our site was all about our data. It had served it’s purpose
  • Transition slide
  • Before we could really put buyer behavior at the center, we had some building blocks we had to get through. We had great results to date, but we knew that to take our business to the next level, we had to up our game. So we narrowed down our list of to dos to 3 top priorities.We needed to get marketing and sales on the same set of goals—revenueWe needed to understand who was buying what and whyWe needed to transition our marketing strategy to align with our buyer’s journey
  • First, we needed to sit down with sales and come up with a common dictionary. For those of you who have gone through this process, you know this is where the fun begins. You go through the series of meetings, debate whats a good lead, whats not a lead, etc. MQL – Marketing Qualified LeadA Marketing Qualified Lead is a contact whohas engaged with your marketing effortsenough to meet your company’sdetermination as readySAL – Sales Accepted LeadA Sales Accepted Lead is an MQL that hasbeen determined by a member of the salesteam (likely an inside sales rep) to be acceptedand worth exploration by a sales person.Companies use different methods to determinean SAL, the BANT method is a popular one.SQL – Sales Qualified leadA Sales Qualified Lead has been explored by asalesperson and determined to be qualified fortheir pursuit. This is often considered to be thebeginning of the sales process.
  • Then we moved on to creating SLAs – agreed up on termsHow you're getting the leadWhen you're getting the leadWhere you have to say what happens
  • During our research we realized we have 3 distinct buyers—Christina who is a demand generation professional like me, Ruben, our marketing operations leader and Steve who heads up sales.
  • We went through a standard process for developing a persona and formalized the key elements of each persona into a profile and sales enablement book to get sales and marketing consistently telling the same story in a way that would resonate with each of our buyers.
  • We are a data company and we do eat our own dog food. We periodically evaluate our database, normalize fields, appending missing data and add insights from our TechProspex data set to help us customize our messaging and offer up more relevant content. We do prepopulate our form fields so that the visitor can also contribue their own edits.
  • Our challenge was not content; it was serving up the right content to the right audience at the right time. Now we wanted to serve up the right content…To the right audience…At the right time
  • We created a template for keeping track of each piece of content, a description of what it was all about, the persona it was written for and the phase of the buying cycle it was written for.
  • Finally, we had to combine it all together by putting buyer behavior at the center of our processes.
  • This was our to do list because our ultimate goal is to push people through the funnelPresenting with content, engaging in inbound/outbound - combo push pull to move people throught the funnel to ultimately drive sales $$$The more they read, (the resource center helps them access, gives them through the flow, more likely to be interested in your product/services, and that is the goal. Funnel, money, ultimate goalUltimate goal was to move people through the funnel by transforming the buyer experience and putting behavior at the center
  • We defined the resources we needed to connect. It involved our Marketing Automation platform, Silverpop, our CRM, SFDC, our CMS, DotNetNuke and our own company data enrichment engine.
  • Whereoware Silverpop’s largest partner – make our website dynamic, customer lifecyclesWe also wanted our site to reflect our fun and funky culture. Put our data experts and content around best practices in data management, marketing data, integration and sales prospecting. And we were luckily to put together a team of really marketing focused experts—Genuine Interactive for design and SEO strategy, Whereoware for the infrastructure—content management, marketing automation and salesforce integration.
  • Once NetProspex had the infrastructure in place and met all the basic building blocks, we were able to get started. This is what we’re going to find outBehavior Data Collection: Website ViewsWebsite Buttons Clicked (Form Submission (Hidden!)Page ViewsForm SubmissionsPDF DownloadingVideo WatchingEmail OpensEmail ClicksPersona Capture (Contact Type)Demand Gen (Technical & Non)Data Management (Marketing vs Ops)Sales Prospecting (Technical & Non)Content Hierarchy Level (Tracks Resource Center Behavior Progress/Stage)
  • Make a note about why Christina is paint-by-numbers – talk about end-goal
  • Silverpop makes progressive profiling on your website easy once you have your profiling strategy (both implicit and explicit) in place.
  • DON’T Tell people to open up www.netprospex.com to follow along – tell them afterwards – they’ll get distracted
  • Starts on home page with an anonymous visitor
  • Christina is interested in finding targeted data; clicks on hidden SPOP webform that sets her persona + buying stage, which are actually fields in the SPOP DB.
  • Talk about DC as though they’re very new to SPOP – for those of you who aren’t familiar with DC, you can choose what words or images are shown based on specific rules – state it in very basic way.Shows high-levelbreakdown of how DC is generated on page. At this point we still only know Christina’s persona + buying stagePoint out title of page (Demand Gen resources) generated by persona and how buying stage influences it.She eventually tells us her email, marketer type, tech vs. non-tech so that she can download the resource.
  • Christina takes a break from the website; 3 days later, she gets a reminder email to go check out the next piece of content. Engage automated program supports this.
  • Christina clicks on email to view resource, then downloads file; pushes her to “Propensity” stage.
  • Christina later revisits the site, sees next resource at “Propensity” level, tells us more about herself, and is pushed to the Decision stage.
  • Note that this isn’t really her full profile….just for demonstration purposes. There’s still much more data to be captured.
  • This was our to do list because our ultimate goal is to push people through the funnelPresenting with content, engaging in inbound/outbound - combo push pull to move people throught the funnel to ultimately drive sales $$$The more they read, (the resource center helps them access, gives them through the flow, more likely to be interested in your product/services, and that is the goal. Funnel, money, ultimate goalUltimate goal was to move people through the funnel by transforming the buyer experience and putting behavior at the center
  • So, where has that gotten us? Site has been live for 1 month.
  • New Test Process in Production Environment Saves a bunch of time.Keep the Number Personas SimpleSame Content, Different Angles to ResonateContinuous Relationship with Sales is Vital
  • TakeawaysTo achieve our goals, we sat down and determined our priorities:Engage with sales before, during and afterDevelop your buyer profile from your own data, but actually talk to customer and buyers to understand the persona and put them top of mind in all you doBuild the infrastructure that makes you look really smaht!!Contact Us; Plug for Silverpop and Whereoware
  • TakeawaysTo achieve our goals, we sat down and determined our priorities:Engage with sales before, during and afterDevelop your buyer profile from your own data, but actually talk to customer and buyers to understand the persona and put them top of mind in all you doBuild the infrastructure that makes you look really smaht!!Contact Us; Plug for Silverpop and Whereoware
  • TakeawaysTo achieve our goals, we sat down and determined our priorities:Engage with sales before, during and afterDevelop your buyer profile from your own data, but actually talk to customer and buyers to understand the persona and put them top of mind in all you doBuild the infrastructure that makes you look really smaht!!Contact Us; Plug for Silverpop and Whereoware
  • Amplify preso finaledits

    1. 1. B2B Marketing… Putting Behavior at the Center
    2. 2. Before we get started:
    3. 3. This guy…
    4. 4. Note: Billy Beane is not on Twitter
    5. 5. Agenda • Who We Are • The History • The New Plan • Building a Smart Website • Results • Questions
    6. 6. Meet NetProspex
    7. 7. Let’s go back in time…
    8. 8. In 2011, NetProspex had a disconnect
    9. 9. Sales and Marketing did not get along. Neither did our systems…
    10. 10. We had very little content…
    11. 11. And our website was all about us, not our customers... Our Story Our Way Our Data
    12. 12. It was time for a change…
    13. 13. To Do List: 1. Get Aligned with Sales 2. Understand Our Buyers and their Journey 3. Build Up a Content Library
    14. 14. Goal 1 – Sales Alignment Develop Common Dictionary
    15. 15. Goal 1 – Sales Alignment Agree on deliverables Marketing SLA Sales
    16. 16. Build Our Personas Demand Gen Tech Non-Tech Operations (Data Management) Tech Non-Tech Goal 2 – Understand Our Buyers Sales Leadership Tech Non-Tech
    17. 17. Comprehensive Persona Elements: • • • • Profile Key Motivators & Goals Challenges Profile Narrative Goal 2 – Understand Our Buyers
    18. 18. Smarter Data Improve form conversions, make leads more actionable
    19. 19. Goal 3 – Build Up a Content Library Offer Library 110 New Pieces of Content!
    20. 20. Goal 3 – Build Up a Content Library Content Framework DG Inventory Assign Categorize Decision 10 Actions B2B DM Guide Sales Pro Sector What Not to Do Try a Search 5 Strategies 4 Reasons 10 Cold Calls CAN SPAM Compliance Propensity SP PlanoGram Engage DM DQ Video Try a Search Confio Case Study Why Outsource AG Salesworks SD Profile SD Profile SP Tool Guide
    21. 21. Put Buyer First Website Marketing Automation CRM Direct Mail Email Social
    22. 22. To Fill the Pipeline
    23. 23. Once we took care of the basics, it was time to put it all together. So to explain, let’s get physical technical.
    24. 24. Our Technology Toolkit Marketing Automation Email CRM Landing Pages Behavior Tracking Data Enrichment Engine Dynamic Content Delivery Content Management System
    25. 25. Design and Implementation Team Persona Development Content Creation Content Hierarchy Framework Web Development Data Infrastructure Web Tracking Landing Pages Automation Design SEO
    26. 26. Meet Whereoware • • • • • • Create engaging emails, websites, and mobile apps Platinum partner, largest Silverpop agency partner 2011 Silverpop Agency partner of the year Team of 14 full-time Silverpop certified admins, 3 designers on staff Over 50 Silverpop clients Creative + planning for A Mere Truffle website and app Peter Bergen – Senior Project Manager Silverpop Professional Certified Certified Salesforce Admin MECLAB-trained 2+ years full-time Silverpop experience
    27. 27. Who is Christina? • What is her role? • What are her needs? • How can NetProspex contact + engage her?
    28. 28. Progressive Data Collection • Start with Anonymous Visitor, gradually build a full profile • Implicit profiling: make assumptions based on behavior • Explicit profiling: visitor gives you data in exchange for valuable resources • Based on data gathered, dynamically offer relevant and valuable resources in exchange for more data
    29. 29. Profiling strategy Website Infer persona (home page) Serve up DC (resource pg) Gather data (webforms) Engage (programs)
    30. 30. Content flow Website
    31. 31. Engage Toolkit Website Landing Pages Progressive Webforms …and only 2 database fields Dynamic Content Automated Programs
    32. 32. Let’s start the journey…
    33. 33. Christina’s profile DG DM SP Engage Propensity Decision Profile Data
    34. 34. Christina’s profile DG DM SP Engage Propensity Decision Profile Data
    35. 35. Christina’s profile DG DM SP Engage Propensity Decision Profile Data Email: christina@company.com Marketer Type: B2B Tech Marketer? Yes
    36. 36. Christina’s profile DG DM SP Engage Propensity Decision Profile Data Email: christina@company.com Marketer Type: B2B Tech Marketer? Yes
    37. 37. Christina’s profile DG DM SP Engage Propensity Decision Profile Data Email: christina@company.com Marketer Type: B2B Tech Marketer? Yes
    38. 38. Christina’s profile DG DM SP Engage Propensity Decision Profile Data Email: christina@company.com Marketer Type: B2B Tech Marketer? Yes Name: Christina Smith Title: Director of Marketing
    39. 39. This is Christina Started with an anonymous visitor Used seamlessly-integrated webforms to implicitly define persona + buying stage Used landing pages + dynamic content to present Christina valuable resources in exchange for more data Kept her engaged with an automated email program
    40. 40. With their power combined Success here… …leads to success here
    41. 41. Results to Date: 1. 12.5 x increase in visit duration 2. Doubled # of pages visited 3. 30% reduction in bounce rate 4. 7% increase in conversion rate
    42. 42. Lessons Learned • Keep it Simple • Snackable Content • Stay in Sync with Sales
    43. 43. Think smart…
    44. 44. Think wicked smaht!
    45. 45. Questions? Lauren Brubaker Demand Gen Manager NetProspex Peter Bergen Senior Project Manager Whereoware lbrubaker@netprospex.com pbergen@whereoware.com @B2BLauren
    46. 46. For more info on this project, check out the appendix on the following slides…
    47. 47. Appendix
    48. 48. Home Page Rotating Banners • If persona not yet set, buttons within banners will set the persona • If persona has been set, the slide order is dynamic based on persona. How this works: • Each of the 5 banners is an iframe of an SPOP landing page • Each landing page contains 5 blocks of DC • Visitor’s persona determines which of the 5 blocks is chosen for each iframe. The DC was configured such that no page is displayed twice.
    49. 49. Resource Page iFrame/DC Breakdown Header: displays based on persona Main content: displays based on persona + stage Webform: displays based on persona + stage Top 2 Related Content: display based on persona + stage Bottom 2 Related Content: display based on persona + stage Boilerplate + Reset buttons: display based on persona
    50. 50. “Reset” buttons • This section is an iframe referencing an Engage landing page with three DC blocks (one for each persona). Each DC block renders buttons for the 2 personas not chosen (ex: if visitor has chosen the Sales persona, the buttons will display Data Management and Demand Gen) • Each button is actually a webform submit button; when clicked, the button will update the visitor’s persona, reset their lifecycle stage, and refresh the page such that the visitor instantly sees content related to their new persona of choice.
    51. 51. Progressive forms • Each form is a unique progressive webform that simply removes any fields for which NetProspex has already gathered data. • For example – if “are you a technology marketer” is already known for the visitor, the field disappears from the form, reducing friction • Each form contains ‘lifecycle’ stage as a hidden field; when the form is submitted, the field has a new value inserted that pushes the visitor to the next lifecycle stage.
    52. 52. Programs • • Each program corresponds with a specific persona Each program contains the following: • One track for each piece of content in the content flow • Two emails within each track (initial send and resend) • A modify profile action in each track that updates ‘lifecycle stage’ when a visitor has seen a page, then gone a week without taking action • Global track routes that route contacts to the appropriate track based on their buying lifecycle stage • End tracks that kick contacts out when they ‘reset’ their persona or finish the content flow

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